Global UGG Loyalty Program Reimagine & Replatform

Goal: Transform UGG's Legacy Loyalty Program, whose members contributed $485M in global UGG DTC Demand, into a world leading membership that celebrates UGG heritage, encourages deep consumer love from our target consumer segments and delivers repeat purchase from our most loyal consumers.

Anticipated Timeline

• Q2: Journey Mapping - Build out the UGG Loyalty Program and key user journeys that will support program enhancements

• Q3: Program Finalizing and Global Tech Research: Once program details are finalized, research technology gaps and kick of any required RFP's for needed SAS platforms, and understand complexities of platform migration globally (NA, UK + Japan)

• Q4: Creative & Technology Prep

• Q1 FY27: Development & NA Instance Deployment

• Q2 FY27: EMEA & APAC Instance Deployment

• September FY27: Rebrand Live Globally

Scope

May include but is not limited to:

• Creative Rebrand of the Program

• Program Architecture Updates (Tiers, Points & Redemption)

• Potential Platform Migration

• Deployment of new technologies to support key consumer journeys

• Develop full approach to tax & finance solution + fraud mitigation